Amplification principle

Principle

Making something appear more significant (or insignificant) than it really
is.

How it works

Often, in persuasive situations, we seek to direct the
attention of the other person towards points that
support our argument and away from points that reduce our argument. We thus both
amplify the supporting points and attenuate (the reverse of amplifying) other
points.

Turning up and turning down the volume

Just as you can turn up and turn down the volume on your hi-fi, so also can
you amplify or attenuate individual points to suit your purpose.

Hurting the person when they see
alternatives so you can then rescue them with your proposition.

Trivializing those things that might count against our argument.

Discounting future events as not so important at the moment.

Mentioning something briefly in the middle of a long speech, letting it
get lost in the detail.

Framing yourself as an authority so you can
criticize and trivialize non-supporting elements.

Forced choice

A way of biasing options when offering or discussing a choice is to both
amplify the choice you want the other person to make and to attenuate the
choices that you do not want them to make.

A managed truth

Amplification and attenuation need not include deliberate lying, but they do
manipulate the truth, hence the famous phrase about a politician being 'Economical with the truth'.

Contrast

We understand size and importance through contrast
of related items. In this way, one thing can be made to seem bigger by reducing
those things around it. This is one reason some people put down others in order
to feel better about themselves (when they actually feel inferior and unable to
raise their real opinion of themselves).

Natural amplification

Amplification happens naturally through our lives. We take notice of the
things that we like and ignore those which are less comfortable. We do more of
things we are good at and so get better at them. We generally focus on pleasure
and avoid pain and in doing so amplify our attention and learning in areas which
are most comfortable.

Compounding

Things can be amplified by adding multiple amplifications, such that the
overall impact increases. In this way, many small things can add up to effects
such as 'death by a thousand cuts'.

Note that compounding is often non-linear, such that the relative
amplification of several methods used together is not the same as that where
they are used at separate times. There can be effect of diminishing returns,
where each amplification adds less and less. There can be an overwhelm effect,
where too much amplification suddenly has a big effect. There can also be a
reactive betrayal effect, where un-noticed benefit is gained from small
amplifications, but when people realize you are using a deliberate amplification
they become indignant and react against you.

Compounding can also be used with attenuation, though even more care may be
needed here to avoid it being noticed.

So what?

So first identify those things that support your argument and also those
things that detract from it. Then find ways of amplifying the good points and
attenuating the bad points. Aim to keep them both truthful and subtle - as with
all methods, if the other person feels you are being less than honest they will
not trust you or your arguments.